The 5 Commandments of Social Media:
Strategy, Tools and Culture
Presented by Lisa Colton,
Founder & President Darim Online
• Communications Revolution
• Social Media Basics
• 5 Stages of Social Media Participation
– Social Content
– Generate Buzz
– Community Building
Afternoon: Hands on Lab & Critical Eye on Current
Demystify social media
Help you think strategically
Turn you on to resources
Warning: You may feel overwhelmed!
(And excited, and inspired.)
Source: Flickr user ucumari
O Source: Flickr user smitag4
B Is a
receiving half of
their donations by
$27m by 1/19
Characteristics of Social Media
The Term “Social Media” refers to online tools (web sites) that depend
on user contributions and interactions between people to build shared
meaning and value. It is:
• Participatory: It blurs the line between producer and consumer,
media and audience.
• Open and Democratic: It encourages voting, comments and the
sharing of information. For this reason it is seen as authentic and
• Conversational: Two (or more) way conversation rather than one-
directional broadcast. Is personal, specific, and engaging.
• Communal: Supports formation, growth and strength of communities
around a particular shared interest.
• Connected: Thrives on being connected, making use of links to other
sites, resources and people, rather than being territorial and
It’s a Tool
Success of the tool is if
it helps you achieve
Thus, critical to know
your goals and then
tool(s) to used in
1. PEOPLE: Identify audience(s)
– What are you goals and
objectives for this audience?
– What are your audience’s
3. What is the STRATEGY to reach
4. Determine the specifics of the
TECHNOLOGIES you’ll use.
Implement, measure, refine!
A Tool Can Be A Game Changer
Traditional Media Social Media
Brand in control Audience in control
One way / Deliver msg Two way / Conversation
Repeat message Adapt the message
Focused on the brand Focused on the audience
Educating Influencing, Involving
Org creates content User and co-created
How are you adapting?
HOW TO LISTEN
Who’s talking about you?
Who’s talking about your field?
What’s most important to your audience?
Breadth, Depth, Reach
Influencers Are you on their radar?
What will they pass on?
Staffing Who is listening?
How do they respond?
What are they learning?
How do they pass on info?
• Identify Keywords
• Key people’s names, URLs, related
organizations, grantees, industry
• Identify Key Influencers
• Who is sharing info on your industry
• Who is connected to the Begin
audiences you want to engage with
• Who are your online mavens and
connectors (internal and external)
• Set up tools, people, communication
SocialFish offers Listening Audits
Add Value, Make Connections
Connect with people
based on their
interests. And add
Find “green parenting”
bloggers who are
Comment on their posts -
- educate them and
Builds a distribution
channel and network
Find places where
Participate in the
Use your “listening”
to identify these
- Someone has given you a compliment;
- Someone has a valid complaint;
- You have something to offer;
- Information is incorrect.
When to Respond
Social Content is Social Capital
• Social Capital is the value
of the connections
between and among
social networks for
and locating desired
• Content should be
• 1:12 or 1:20 ratio
Invite User Generated Content
• CNN iReport
• Tags in Flickr,
• Crowdsource by
• Guest bloggers
• Hashtags on
Use Your Outposts!
Get out and socialize. Add value. Connect.
Social Means: Make It Human
• How can you
make the JCC
What is BUZZ?
What is VIRAL?
Lead Up To Events or Campaigns
• Empower others
to spread the
walking the walk.
• Use your
Use Multiple Channels
Blog Beth Kanter is 53
475 Tweets with the #beth53
66 blog posts (others)
2047 clicks on the link
40% new donors
8 years -- guess total raised?
Source: Flickr user Rick Neves
Source: Flickr user divemasterking2000
Kevin Kelly (Founder of Wired Magazine):
1. Immediacy - priority access, immediate delivery
2. Personalization - tailored just for you
3. Interpretation - support and guidance
4. Authenticity - how can you be sure it is the real thing?
5. Accessibility - wherever, whenever
6. Embodiment - books, live music
7. Patronage - "paying simply because it feels good", e.g.
8. Findability - "When there are millions of books, millions of songs,
millions of films, millions of applications, millions of everything
requesting our attention — and most of it free — being found
1. PEOPLE: Identify audience(s)
– What are you goals and objectives for this
– What are your audience’s goals?
3. What is the STRATEGY to reach these goals?
4. Determine the specifics of the TECHNOLOGIES
you’ll use. Implement, measure, refine!
• Donations • Learning
• Leads • Interaction
• Subscribers • Engagement
• Members • Branding
• Register/attend • Loyalty
• Saved time saved cost • Satisfaction
• Increased hits/rank, PR • Feedback
Source: KD Paine, a social media metrics expert.
Review of 5 Stages
• Tools e.g. Google Alerts and blog readers
• Who will be listening?
• Internal communications, tracking
• Find places to engage (influencers, blogs, conversations)
• Add value
• Be human
3. USING SOCIAL CONTENT
• Create content for social uses
• Invite others’ voices
• Create structures for conversations around your mission
4. GENERATING BUZZ
• Find your voice
• Build relationships with key energizers
• Use multiple channels
5. COMMUNITY BUILDING
• Cooperative pursuit of your mission
• Empower your community and collaborate with them
• Stay nimble - Change will continue
• Know what you want to measure
and how you’ll know if you’re
• Think about staffing and guidelines
• Address your whole culture, not just